Does email marketing benefit utilities?
By Amy Morin
Email marketing can be a great way for utility companies to attract and retain customers. When used properly, email marketing can boost profits and educate the community about utility services.
Social Media Links
Email marketing is a great way to announce links to various social media profiles. Utility companies who are involved in social media marketing have an opportunity to connect with customers in a variety of ways.
Many utility companies offer YouTube videos that educate customers. Other companies use Twitter or Facebook to announce outages and service interruptions.
Since most customers don't visit a utility company website often, emailing customers to announce social media campaigns can be a great way to attract their attention. Include links to various social media profiles and explain the benefits of interacting on various social media platforms.
Encourage Online Enrollment
Use email marketing to encourage customers to enroll in online billing. Tell customers about the benefits of receiving online statements.
Online billing reduces paper waste and saves on postage. This can be a huge benefit for utility companies as well as customers.
Email customers to explain how online billing enrollment works. Customers who may be hesitant to enroll may feel more comfortable when the process is explained to them via email.
Create Calls to Action
Each email should serve a purpose. Emails should include a clear call to action that makes the purpose of the emails clear.
For example, invite customers to join your Facebook page or encourage them to take part in a survey in exchange for being entered in a promotional drawing. Show them that your emails are worth their time.
Balance your promotional emails with education. If you continuously just promote your services, you may get customers unsubscribing from your email services.
However, if you offer them information and education, they will find your email campaigns worthwhile. Offer relevant information that is helpful to your customers.
Giving customers information on the history of your company isn't likely to be worthwhile to them. However, if you offer them information on how they can save on their next bill, you'll likely gain their attention.
Examples of Utilities Using Email Marketing
Xcel Energy is located among many mid-western states. They are active among many social media platforms ranging from YouTube to Twitter.
The company updates their blog regularly. They offer a variety of education and interactive data to customers on their blog.
They allow customers to sign up for their latest email updates. Customers can opt-in to receive their latest informational updates as an optional feature on their website.
Xcel Energy does a great job of using social media to promote their products and educate their customers. They keep their blog updated with engaging posts that entice readers to sign up for email updates.
Potomac Edison is another company who appropriately uses email marketing. They send out timely emails with information that is relevant to their customers.
For example, during the winter months, Potomac Edison sends out an email to customers that offers a free energy audit. This timely email offers customers what they want, when they want it.
At the end of the day, many of its customers in places like Pennsylvania and New Jersey are likely interested in learning how to cut their home heating bills.
About the Author: Amy Morin writes about parenting, psychology and successful business people such as Rob Law.
Drax advances biomass strategy with Pinnacle acquisition
The Group’s enlarged supply chain will have access to 4.9 million tonnes of operational capacity from 2022. Of this total, 2.9 million tonnes are available for Drax’s self-supply requirements in 2022, which will rise to 3.4 million tonnes in 2027.
The £424 million acquisition of the Canadian biomass pellet producer supports Drax' ambition to be carbon negative by 2030, using bioenergy with carbon capture and storage (BECCS) and will make a "significant contribution" in the UK cutting emissions by 78% by 2035 (click here).
This summer Drax will undertake maintenance on its CfD(2) biomass unit, including a high-pressure turbine upgrade to reduce maintenance costs and improve thermal efficiency, contributing to lower generation costs for Drax Power Station.
In March, Drax secured Capacity Market agreements for its hydro and pumped storage assets worth around £10 million for delivery October 2024-September 2025.
The limitations on BECCS are not technology but supply, with every gigatonne of CO2 stored per year requiring approximately 30-40 million hectares of BECCS feedstock, according to the Global CCS Institute. Nonetheless, BECCS should be seen as an essential complement to the required, wide-scale deployment of CCS to meet climate change targets, it concludes.